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Members of the Group.
•Adrían Cifuentes.•Mónica Gutiérrez.•Mariana Jácome.•Ma. Elena Mena.•Andrés Parreño.
Company Profile.
• We are a franchise company. • Bought in January 16th of 2001. • Andrés Parreño is the CEO.• Our Headquarters are in London. • Ecuador offices are located in
Quito.• This business is dedicated to
give a special service that combines traditional American food and Rock music.
Background History.• Hard Rock Cafe opened
on June 14, 1971, in London, England.
• Founded by Isaac Tigrett and Peter Morton
• In 1990, The Rank Group, Plc., acquired Tigrett and Peter Morton part.
• Its memorabilia collection, consists of more than 60,000 pieces that goes from Jimmy Hendrix's Flying V guitar to John Lennon's handwritten lyrics.
Statement of purpose.
• To give delicious food, awesome music, a high-energy atmosphere. We will create a rock’ n’ roll experience that our customers will never forget.
• Our mission has two principal goals:• The 1st. is to provide people the services of classic
American food and rock music.• The 2nd is to give new opportunities to all young
musician bands that are starting a musical career.
Mission.
ORGANIZATION CHART
Mar iana J ácomeF in a n c ia l M a n a ge r
Mónica Gut iér r ezA d ve rtise m e n t M a n a ge r
Ma. El ena MenaS a le s M a n a ge r
Adr ián Cif uent esP u rch a s in g /V e n tu re s M a n a ge r
Andr és Par r eñoG e n e ra l M a n a ge r
Professional Profile• Andrés Parreño_(General Manager): He is responsible for
policy decisions and the company´s strategies.
• Mónica Gutíerrez_(Advertising & Marketing Manager): She is the one that sets the marketing strategies and is the responsible for making HRCs Products attractive.
• (María Elena Mena_Sales Manager): She is responsible for sales in our country.
• (Adrían Cifuentes_Purchansing/Ventures Manager): He is responsible for the quality work and the H.R.C. business, and he is in charge of motivating and training the HRC´s employees.
• (Mariana Jácome_Financial Manager): She is in charge of managing the financial resources of the HRC business.
Logo and Slogan.
Love All _Serve All
Customers Profile.
• The majority of our customers are teenagers, and adults of any sex between 15 – 50 years old. The target of our business is people from middle and high social class.
GD Mònica Gutièrrez
Advertisement ManagerAv. de las Américas y Naciones Unidas
Plaza de las Americas (store 23)
Phone: 2337890 .
Web page: www.hardrock.com.ec
GD. Andrès Parreño
General ManagerAv. de las Américas y Naciones Unidas
Plaza de las Americas (store 23)
Phone: 2337890 .
Web page: www.hardrock.com.ec
Business Cards.
Business Plan.Staff:• Hard Rock Café (Ecuador), works with 19 people, their activities include
management and service operation.
Services:• The main service is bringing our customers to the rock n’ roll life through offering
them live shows and a museum in every Hard Rock Café. Hard Rock Café’s products are offered in every place.
Market:• Customers regardless ages, sex or economic status.
Marketing Strategies:
• Publicity on local radios• Ads in local newspapers.
Infrastructure:• Our franchise is located in Quito at the Plaza De Las Américas store 23. This place
is visited by people from all over the city.
Research
What kind of food do you like best?
RESULTS IN GUAYAQUIL
RESULTS IN QUITO
Traditional home food
Fast food
Restaurant food
Do you like rock music?
RESULTS IN QUITO
RESULTS IN GUAYAQUIL YES
NO
Would you like to listen to rock music while you enjoy
your meals?RESULTS IN GUAYAQUIL
RESULTS IN QUITO
YES
NO
Do you know about the International Hard Rock Cafe
?RESULTS IN GUAYAQUIL
RESULTS IN QUITO
YES
NO
Will you go to a Hard Rock Café opened here in
Ecuador?RESULTS IN GUAYAQUIL
RESULTS IN QUITO
YES
NO
ADVERTISING CAMPAIGN
OBJECTIVES:• Show our future customers that we are a unique kind of restaurant here in Ecuador. • Create awareness of our business mission which is oriented to give the opportunity
to new rock bands here in Ecuador.
TARGET: • Our target in the city of Quito are teenagers and adults of any sex between 15 –50
years old form middle and high social class,.
MEDIA: • Magazines.• Newspapers.
Magazines and Newspapers Adverts.
For teenagers
For Adults.
Finance Plan
Expenses.
207.560
10.000 16.000 7.000 5.000
100.000
0.000
50.000
100.000
150.000
200.000
250.000
1 2 3 4 5 6
WORKING CAPITAL 207,560
SHOPFITTING 10,000
FRANCHISE FEE PACKAGE 16,000
MARKET LAUNCH FEE 7,000
LEGAL AND BANK COSTS 5,000
FRANCHISE FEE 100,000
INCOMES
Merchandise sales 25.000Restaurant sales 365.000
TOTAL 390.000
Incomes
Profits.PROFITS
INCOMES 390.000(-) EXPENSES -345.560PROFITS BEFORE TAXES 44.440VAT (25%) -6.666
PROFITS 37.774
SWOT Analysis
Strengths.-
Excellent quality products
produced in London.
People who work at the
Hard Rock café is well trained to serve the customers and provide them any information and assistance.
Tasty food is cooked in a
traditional English way.
Weaknesses.-
Our restaurant and the
products we sell could only be bought by people that have good economic status because our prices are high.
Opportunities.-
Is the first restaurant that
provides this kind of service.
Our products is exclusive of
HRC inc. This means it can not be found in other stores.
Threats.-
The only threat we
consider important is that there is an economic crisis in Ecuador. This crisis could stop people from coming to our restaurant, and force them to spend on their prior needs.
Short and Long Terms Objectives.
• Our main goal is to serve ours customers so we will continue improving to write down our success in this business.
• Our marketing research also showed us that not only people from Quito visit our restaurant, but people from all over the country, especially from Guayaquil.
• To open a new restaurant in Guayaquil that will be located at
the old “Banco del Pacífico” building which is located at the Av. Victor Emilio Estrada.
• In addition, by selling the HRC merchandise, such as t-shirts,
sweaters, etc with our logo.
The End
